The value of additional calf–mother contact in milk choice: an analysis of US consumers

Abstract In recent decades, there has been an increase in public concerns about the animal welfare impacts of many farm practices. The transition to systems that are perceived is however, hampered by lack transparency regarding farming practices, information gaps and poor value signaling. Using case milk choice, this study investigates US consumer ( N = 1020) preferences for allow additional calf-dam (mother) contact, dehorning role different formats (i.e., text images). applies a multi-profile (Case 3) best-worst scoring approach. Data were analyzed using mixed logit latent class models. results indicate consumers signal significantly higher values production more contact. These differ segments. Consumers also expressed positive with pain mitigation. further show seemingly small addition textual treatment, i.e., providing pictures associated contact practices generates statistically significant premiums. Sensitivity was high amongst female urban consumers. findings highlight demand incentives creation niche markets calf management dairy industry.